Case Study: When Do People Stop Picking Up the Phone in a Blood Donor Recruitment Campaign?
When it comes to contacting previous blood donors to recruit them to donate blood again, the effectiveness of phone outreach remains pivotal. Yet, in a world where donors are increasingly inundated with calls, understanding the nuances of donor behavior is key to optimizing outreach strategies. In this case study, we dive into insights gathered from real-world data to discuss best practices in phone outreach, focusing on when donors stop picking up the phone.
Understanding Donor Behavior Patterns
The common notion of a definitive point where donors stop picking up calls is a myth. Instead, our analysis reveals a nuanced pattern: the likelihood of connecting with the right party diminishes with each successive attempt. Initially high for the first two attempts, the rate of successful contacts drops notably by the fourth attempt and continues to decline thereafter.
The Strategic Shift: Balancing Attempts and DNCs
A deeper examination of our data from two different locations has led us to adopt a more strategic approach. We've observed an interesting relationship between appointment returns based on attempt number and the presence of Do Not Call (DNC) listings.
KEY INSIGHTS FROM OUR ANALYSIS INCLUDE:
Early Yield: Approximately 35-40% of appointments stem from the first attempt, underscoring the importance of initial outreach efforts.
Three-Attempt Threshold: A significant 75% of appointments materialize within the first three attempts, indicating the critical window for engagement.
DNC Dynamics: While appointment returns taper off beyond the third attempt, DNC listings exhibit a more linear increase. This dynamic prompts a shift in focus from merely reaching donors to assessing the risk-benefit of the amount of DNCs we’ll pick up when calling someone another time.
Implementing Strategic Changes
Using these insights, our approach to phone outreach has evolved. We now advocate for a balanced strategy that optimizes appointment returns while mitigating DNC-related challenges. Specifically, we recommend:
Strategic Voicemail Deployment: Introducing voicemails on the third attempt provides donors with a breather while maintaining engagement.
Emphasis on Early Attempts: Prioritize resources towards the first three attempts, capitalizing on the highest probability of successful appointments.
DNC Segmentation: Don’t disregard these donors quite yet! Just because you can’t reach them via phone, doesn’t mean you can’t connect on social media. We’ve had great luck connecting with DNC donors through paid social campaigns.
Conclusion
In the dynamic landscape of blood donor recruitment, understanding donor behavior patterns is instrumental in crafting effective outreach strategies. By leveraging insights from other campaigns, blood centers can refine their phone outreach efforts, maximizing appointment returns while navigating the complexities of DNC listings.